News

The Melt adds breakfast

June 4, 2012

Grilled cheese concept The Melt is now serving breakfast at its three San Francisco locations, starting at 7 a.m. The menu includes the Egg-In-A-Hole Melt, steel-cut oatmeal and coffee and tea from Peet's Coffee & Tea. Breakfast will be served from 7:00-10:30 a.m.

"Customers have been asking for a fast, high-quality, and memorable breakfast," said Jonathan Kaplan, founder and CEO of The Melt. "As the most important meal of the day, we've committed to exceeding their expectations with a menu that is made to order in under three minutes, and tastes just like you remember, only better!"

The breakfast menu includes:

• Egg-In-A-Hole Melt with fresh-cracked egg cooked to order and free bacon on request
• Banana-Maple Waffle Melt with Pure Maple Syrup
• Cinnamon Raisin with Lemon Cream Cheese Melt
• The No-Nuts PB&J Melt
• Kettle-Cooked Steel-Cut Oatmeal in Apple Cinnamon or Maple Raisin flavors
• Nonfat Greek Yogurt Parfait in Strawberry or Blueberry flavors

Customers can order breakfast online or via their smartphone, receive a QR code, and then scan it at any of The Melt's San Francisco locations, adding a new technology twist to the breakfast lineup.

When customers place their orders, either online or on their smartphones, they receive a QR code to display on their mobile device. Customers then scan that code at any location to begin preparation of their orders. Orders aren't prepared, and customers aren't charged, until the QR code is scanned.

Once a code is scanned, screens in the restaurant display the orders along with the customers' initials so customers can track the progress of their orders. When orders are ready, the screen alerts customers to pick up their food. The Melt said orders take less than three minutes from the time the QR code is scanned.

The Melt also is continuing with its expansion, with several more Bay Area restaurant openings in 2012, starting this summer with a Berkeley, Calif., location. Growth of The Melt is fueled by its management team, led by Flip Video founder Jonathan Kaplan, and a top-tier board of directors including Ron Johnson, former head of retail operations at Apple and current CEO of JC Penney; acclaimed chef and restaurateur Michael Mina; Michael Moritz of Sequoia Capital; and Bruce Dunlevie of Benchmark Capital.

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